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The success of a digital marketing campaign depends on the ability to analyze and measure your results. We speak of an increasingly complex task, due to the rise of consumption of different media, channels and devices. This continually changing context complicates understanding which ads succeed in influencing consumers and how they do so. Facebook Conversion Lift plays a crucial role here.
No advertiser should limit their measurements to cookies and clicks, they have long ceased to be sufficient indicators. To seek greater precision, and consequently, to make better decisions, it’s necessary to combine these measurements with other tools, and Facebook is the platform that has made the greatest advancements in this regard.
Conversion Lift Measurement is an innovative research that uses “random control tests to measure incremental change, a traditional scientific technique that helps advertisers make better decisions about their media investments.” With these tests the additional business driven by Facebook ads is calculated by comparing the results of two different groups of people: those who saw the ad or the ad variable, and those who did not see it. The first group is called “test” and the second is the “control” group.
We have before us an essential study in any Facebook advertising strategy, since it shows the real impact that the ads have on the users. But what concrete measurement does the advertiser have regarding the incremental advantages gained? Mainly these three:
- Accurate measurement of the additional business that is generated from the exposure of each of your ads.
- Cross-platform, accurate and actionable data that helps you make marketing decisions.
- Results that make it possible to justify the profitability of the investment that is allocated to advertising on Facebook and Instagram.
Do you want to analyze the additional business driven by your Facebook campaigns? Do you want to make better decisions and obtain data that shows how they affect your business? Netflix, Airbnb and Booking already measure their incremental impact. Contact Tidart and we will show you how your brand can also get the most out of every cent you invest in Facebook.